• 10:00 – 10:20 a.m. Welcome and Basics of Search Presentation

• 10:30 – 10:45 a.m. Round 1

• 10:45 – 11:00 a.m. Round 2

• 11:00 – 11:15 a.m. Round 3

• 11:15 – 11:30 a.m. Round 4

• 11:30 – 12:00 p.m. Individual Consultations

Engaging Branding | Top Technology | Easy Manageability

> Sites that perform & convert visitors to customers

Holistic Web Marketing | Organic + Paid + QOV Metrics

> Continually-managed, for traffic and conversion

Connect | Convey | Converse With Audiences

> Active dialog that creates a bond and advocacy

• Founded 2004, integrating web, branding

and online marketing

• Offices in Springfield and Columbus, Ohio

• Staff of 16 FT/PT web, search and online

marketing professionals

• Unique top-level focus and access

• Driven to provide cost-efficient services

Source: comScore, Jan. 2010

Source: Society for New Communications Research, March 09

Source: Sapient Interactive, June 09

• Search Engine Marketing

• Integrating search engines across multiple aspects of your marketing strategies

• Pay-Per-Click, Search Engine Advertising

• Using Google Adwords, Yahoo Search (CPC), etc.

• Search Engine Optimization

• Optimizing content to appear high on search engine rankings

• Social Media Optimization

• Optimizing your social media content to appear high on search engine rankings

PAID

ORGANIC

Key Quality Metrics

•Page views – 3 or more

•Time on site – 3 min or more

•Bounce rate – 30-40%

• Cost efficient, requiring mostly time &

expertise

• Once achieved, results tend to be long-

lasting

• Typically higher quality traffic

• Buying vs. renting

• Technical aspects

• Keywords and key phrases

• Title tags, heading tags & existing content

• Content growth

• Links and link building

• Local business lists

•Highly targetable – geo-targeting targets searchers

where they are geographically.

• Highly measurable

• Cost-effective when managed – pay only when a

user clicks your ad

• Ability to daypart

• Ability to land users on unique landing pages

• Multivariable testing to determine which

ads are working best

Visit Google.com/AdWords to test a campaign

• Get creative with keywords –

think in the mind of the searcher

• Use ad copy that is clear, well-

written, specific, and compelling

• Create keyword-specific

landing pages

vs.

Relevant

Keywords

Landing

Pages

Engaging

Ad Text

Tools:

• adwords.google.com/select/KeywordToolExternal

• freekeywords.wordtracker.com

• websitegrader.com

Table 1 – Grabbing

Growth Gradually

(Organic Search)

Table 2 –

Connecting with

the Customer

(Conversions)

Table 3– I Want Traffic

Now!

(Paid Search)

Table 4– Build it

(Right) and They

Will Come

(Technical Aspects)